ABOUT THE BOOK

The second revised and enlarged edition of Rural Marketing: Text and Cases, while retaining the popular features of the first edition, provides a more comprehensive coverage of the changing profiles, issues and practices in the context of rural marketing. Built on the marketing management framework, the book discusses the strategic issues that influence marketing in rural areas by highlights numerous examples from India. A clear and compelling writing style-cutting-edge learning tools and completely revised and updated chapters make Rural Marketing an indispensable guide for students and professional striving to make a career in rural marketing. Key Features • Offers readers a comprehensive coverage of rural marketing practices • Eight new chapters that blend concepts with real-time practices • Focuses on emerging issues in the arena of rural marketing • Complete coverage of social marketing and the service and agri-input sectors • Facilitates analysis of rural consumer behaviour and evaluation of competitor’s practices. • Provides instructors with a complete supplement package comprising PowerPoint lecture slides, an instructor’s resource manual and the mQuest application.